Voiceover is all about action. The end result of a performers’ action is a reaction from the audience. A successful performance leads the audience to buy the product or to get involved in the action. As an independent American filmmaker said: “the goal is to tell a story dramatically rather than didactically, which means characters do things rather than explain things.”

To get listeners to buy products or services, voiceover artists need to actually do something with the copy, not think about what they are doing with the copy. By using action verbs instead of adjectives, the voiceover makes a piece of copy come alive and be persuasive.

Irrespective of the voiceover artist’s experience, there are a number of factors that can help the talent perform exceptionally well. It all starts with the budget. In voiceovers, as in most products or services purchased, clients will get what they pay for. Investing into securing a more experienced artist can make a positive difference in the manner the product or service is perceived and how well it sells.

A seasoned artist can provide that extra bit of credibility and confidence to the message clients are trying to convey in a corporate video, online presentation or sales presentation. However, without good copy, even the best actor will have difficulty getting a message across. The old A.I.D.A. formula (Attention, Interest, Desire, Action) is still a great model for creating effective copy or a translation thereof. And, of course, everyone loves stories. Telling an interesting story using A.I.D.A. is half-way through to sell a product, service, or idea.

Interesting copy on its own will elicit a better performance from voice talent. It’s motivating. It’s captivating. But there are other simple things that can mean a lot to a voiceover artist. Double-spaced text, NOT IN ALL CAPS, demonstrates an understanding that white space helps move the eye through the copy for easier and faster reading. It also grants the artist leeway to make any marks for inflection, emphasis, pace, as well as space to make copy edits if necessary. In long scripts, it also helps not carrying the last sentence on a page on to the next page.

Little things can mean a lot. Attention to the simple things will pay off in a superior performance by a voiceover artist.